Sophie Turner returns to the South of France to star in a dazzling campaign featuring ST-GERMAIN® elderflower liqueur. In this second edition of the campaign, Turner invites the world to discover the refreshing cool of the ST-GERMAIN Hugo Spritz, the season’s signature cocktail.
A refreshing tale with hints of romantic comedy
The new campaign short film features Sophie Turner behind the bar, showing with her signature wit how simple it is to create a perfect ST-GERMAIN Hugo Spritz. This refreshing cocktail combines ST-GERMAIN elderflower liqueur, Prosecco, and sparkling water, enhanced with a sprig of mint and a lime wedge. French elegance and simplicity come together in every sip.
Turner, known for her cheerful spirit and impeccable style, shares, “I am thrilled to continue my collaboration with ST-GERMAIN, a brand that reflects my philosophy of enjoying the lighter side of life. Although I am not a chef, in preparing this drink I have found my signature: the ST-GERMAIN Hugo Spritz.”
The Rise of the Spritz: An irresistible trend
The Spritz continues to cement itself as one of the most popular cocktail trends. It is the third most consumed cocktail in the United States. Google searches for the ST-GERMAIN Spritz have grown by 49%, while searches for Hugo Spritz, its Italian variant, increased by an impressive 122% in 2024.*
This growing popularity is due to its light and bright flavor profile, which appeals to modern drinkers. With its sweet subtlety and freshness, the ST-GERMAIN Hugo Spritz is positioned as a summer favorite.
Exclusive activations: From New York to the French Riviera
The campaign includes global activations that bring the Riviera’s joyful spirit to summer’s most notable events. Among the most anticipated initiatives is “La Terrasse,” a pop-up inspired by the French Riviera, located in Nordstrom’s New York flagship store. Additionally, digital culinary collaborations will help Sophie Turner hone her cooking skills while inspiring others to create memorable moments with a French touch.
“We were thrilled by the reception of last year’s campaign and the growth of the ST-GERMAIN Hugo Spritz as an iconic cocktail,” said Emma Fox, Global Vice President of ST-GERMAIN. “Sophie Turner, with her charm and joyful spirit, is the perfect ambassador to continue inspiring people to enjoy summer in style.”
Unforgettable moments in the most exclusive destinations
ST-GERMAIN will be featured in the world’s most vibrant locations, from the sun-drenched shores of Saint-Tropez and Cannes to the enchanting Amalfi Coast. In the United States, the ST-GERMAIN Hugo Spritz will be served in exclusive locations, accompanied by menus inspired by Sophie Turner’s favorite bites.
This is the charm of the ST-GERMAIN Hugo Spritz
The ST-GERMAIN Hugo Spritz invites you to break away from the every day and enjoy something fresh and sweet. This summer, indulge in the elegance and creativity of this cocktail, perfect for transforming any moment into a celebration.
